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Difusión de productos a través de redes sociales: una revisión bibliográfica utilizando la teoría de grafos

  • Autores: Sebastián Robledo Giraldo, Néstor Darío Duque Méndez, Jorge I. Zuluaga
  • Localización: Respuestas, ISSN 0122-820X, ISSN-e 2422-5053, Vol. 18, Nº. 2, 2013, págs. 28-42
  • Idioma: español
  • DOI: 10.22463/0122820x.361
  • Enlaces
  • Resumen

    • La difusión de productos a través de redes sociales es un campo de aplicación del mercadeo, donde la decisión de compra de un consumidor es influenciada por factores internos y externos como su red de conocidos y familiares. El propósito de esta investigación es identificar las principales perspectivas y plantear futuras investigaciones, apoyados en la revisión selectiva del estado del arte. Para la orientación de la búsqueda y la selección de artículos se utilizó la teoría de grafos, aprovechando las posibilidades de reconocer las conexiones entre los diferentes trabajos, arrojando para su análisis 18 artículos clásicos y 23 artículos actuales. A partir de esto se obtuvo, como resultado de la investigación, cuatro (4) estrategias de mercadeo diferentes: enfocadas a los influenciadores, a los no influenciadores, grupos pequeños y estrategias tradicionales de mercadeo.

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